What Goava does

Goava (Goava Sales Intelligence AB) is a Stockholm-based B2B sales intelligence company founded in 2016 that operates an AI-driven platform purpose-built for Nordic sales and marketing teams prospecting into Sweden, Norway, Denmark and Finland. The platform is built around a proprietary Nordic company database — covering millions of companies with firmographic, technographic, financial and signal data — and applies AI-driven ICP matching via the proprietary Goava Score and per-rep Goava Fit. On top of this, two autonomous AI agents (Prospecting Agent and Research Agent) run scheduled or signal-triggered prospect discovery, qualification and deep research, writing structured outputs back into the connected CRM.

The product portfolio centres on Goava Discover (the prospecting and research platform), supported by Goava Enrich (continuous CRM enrichment), Goava Engage (a 2024 add-on for sales-marketing collaboration) and Goava Ping (a mobile prospecting app). The platform integrates natively with eight-plus CRMs — HubSpot, Salesforce, SuperOffice, Pipedrive, Microsoft Dynamics 365, Lime CRM, Upsales and Zapier — embedding Goava Score and Company Profile data directly inside CRM account, deal and contact views. Pricing is publicly disclosed in SEK on the website: Discover Starter at 3,900 SEK/month, Discover Premium at 5,900 SEK/month, Enrich Premium from 2,000 SEK/month, plus per-user (250 SEK), per-Nordic-market (2,000 SEK) and usage-based AI credits (1 SEK/credit). The company sells via a demo-led, sales-assisted motion with a 7-day free trial, and 200+ customers have been reported across mid-market and enterprise Nordic B2B names.

Enento Group holds a 38.3% strategic stake acquired in June 2021 (38 MSEK) and topped up in May 2022 (19.2 MSEK), giving Goava access to Enento's Nordic data assets. The company is independently operated by co-founder-CEO Anton Weihard (since April 2024), co-founder-COO Henrik Stridsberg and CTO Håkan Höglund, and has received non-dilutive funding from the EU Horizon 2020 programme (grant agreement 866965). Distribution is reinforced through channel partnerships with Structsales (HubSpot expertise) and Amesto (Visma/SuperOffice reseller), as well as marketplace listings across the major Nordic-supporting CRMs.

Name

Goava

Legal name

Goava Sales Intelligence AB

Website

https://goava.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

Goava is a Stockholm-based AI sales intelligence platform that helps Nordic B2B sales and marketing teams identify, score and engage best-fit prospects in Sweden, Norway, Denmark and Finland, combining a proprietary Nordic company database with autonomous AI agents and native enrichment across HubSpot, Salesforce, SuperOffice and five other CRMs.

Ownership category

akta.pro rank

Product category

Sales Intelligence Software

NAICS

Software Publishers (513210), Software Publishers (51321)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

B2B SaaS & Enterprise Personalization (CRM, Sales, Support) (HDAAAGAJ)

akta.pro secondary industries

Sales Force Automation (SFA) CRM (HDAEAFAA), B2B Demand Generation & Lead Nurture Agencies (BPAFAKAA), Appointment Setting & Sales Development (SDR/BDR) Services (BPAFAKAD)

Keywords

• Nordic sales intelligence
• B2B prospecting software
• AI lead scoring
• CRM data enrichment
• Ideal customer profile

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Marketing or Sales, Operations, Others

Revenue model

1. Discover Starter subscription: Monthly or annual subscription for the Goava Discover product at 3,900 SEK/month (annual billing gives 25% discount), including 300 AI credits/month, 1 Nordic market, and 1-10 users.
2. Discover Premium (Team) subscription: Higher-tier subscription for sales teams at 5,900 SEK/month, including CRM integration, CRM data analysis, dedicated Customer Success Manager, tailored onboarding, and 500 AI credits/month, with add-ons for additional Nordic markets and the Engage add-on.
3. Goava Enrich freemium and premium: Freemium CRM app that shows company data in the CRM panel and matches companies from the CRM, with a paid premium tier from 2,000 SEK/month unlocking enrichment, automatic updates, AI lead scoring, in-CRM prospecting and signals.
4. AI Credits usage-based top-up: Usage-based revenue from additional AI credits beyond those included with the subscription, sold in 500-credit packs at 1 SEK/credit (500 SEK/month) on top of monthly included credits.
5. Per-seat and per-market add-on fees: Incremental recurring revenue from additional users (250 SEK/user/month) and additional Nordic markets (2,000 SEK/market/month) on top of the base subscription.

Pricing tiers

Go-to-market motion3 records

Distribution channels1 record

Marketing channels9 records

Core offering

Goava operates an AI-driven B2B sales intelligence platform that analyzes millions of Nordic companies in real time to recommend, score, and qualify prospects that match a customer's Ideal Customer Profile. Its core products — Goava Discover (prospecting and AI research), Goava Enrich (CRM data enrichment), Goava Engage (sales-marketing collaboration) and Goava Ping (mobile signals) — are sold as subscriptions to Nordic B2B sales and marketing teams and integrate natively with major CRMs such as HubSpot, Salesforce, SuperOffice, Pipedrive, Microsoft Dynamics 365, Lime CRM and Upsales.

Product overview

Goava sells a single Nordic-focused B2B Sales Intelligence platform organized as a core product with companion sub-products, add-ons, and AI agents. The core is Goava Discover, the prospecting and research platform that combines a Nordic company database with the AI-driven Goava Score for ICP matching. It is complemented by Goava Enrich, a sub-product that automatically updates and enriches company data inside the customer's CRM; by Goava Engage, an add-on that improves sales and marketing collaboration; and by Goava Ping, a mobile sub-product for on-the-go prospecting and real-time news monitoring. Layered on top of Goava Discover are the autonomous Prospecting Agent and the generative Research Agent, which automate prospect discovery, qualification, and pre-meeting research, and feed qualified companies, contacts, and notes directly into the user's CRM.

Differentiator

Problem solved

Functional benefit

Brands

• Goava Discover: AI-powered prospecting and research platform that analyzes Nordic companies in real time to recommend leads and surface signals; the company's primary product.
• Goava Enrich
• Goava Engage
• Goava Ping

Products and services

• Goava Discover AI-powered sales intelligence and prospecting platform for Nordic B2B sales teams; combines a proprietary Nordic company database with the Goava Score ICP-matching engine, embedded AI agents (Prospecting Agent and Research Agent) and continuous enrichment workflows that surface, qualify and research the right companies and decision-makers in real time.
• Goava Enrich Freemium and premium CRM enrichment app that automatically matches, updates and enriches Nordic company data inside the customer's connected CRM (HubSpot, Salesforce, SuperOffice, Pipedrive and more), with AI lead scoring, in-CRM prospecting and signals.
• Goava Engage Add-on module for Goava Discover that improves collaboration between sales and marketing teams by giving marketers data-driven insight into the sales pipeline and helping them prioritize campaigns that produce qualified leads.
• Goava Ping Mobile application for on-the-go prospecting and real-time news monitoring of customers and prospects across the Nordic region, redesigned in 2021 with updated functions.

Quantifiable outcome

• Eniro increased hit rate by 50% with Goava
• +6 more outcomes

Named customers20 records

Segments5 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

AI capability10 records

Feature8 records

Partnerships

Twelve partnerships are on record, tiered core and minor.

• AmestocoreChannel Partner/ Reseller/ Distributor · 14 January 2025Goava announced a partnership with Amesto on 14 January 2025. Amesto is one of the Nordics' largest Visma and SuperOffice partners, helping companies streamline and automate business processes. The partnership extends Goava's reach through Amesto's customer base for CRM implementations.
• StructsalescoreGTM or Marketing Partner · 28 November 2023Goava announced a partnership with Structsales on 28 November 2023 to strengthen its HubSpot relationship. Structsales has deep HubSpot expertise and shares a vision of creating digital solutions that make a difference to B2B sales, supporting joint go-to-market and HubSpot implementations.
• NotyfileminorStrategic or Co-development Partner · 2 February 2023Goava announced a partnership with Notyfile on 2 February 2023, describing it as a partnership ("Goava + Notyfile = sant!"). Notyfile is referenced as a complementary B2B sales tool partner.
• HubSpotcoreTechnology or IntegrationGoava Discover and Goava Enrich both integrate natively with HubSpot, with field mapping, company sync, contact export, lead scoring and segment-name export. Goava also has a dedicated HubSpot partner relationship with Structsales to deepen HubSpot expertise.
• SalesforcecoreTechnology or IntegrationSalesforce is one of Goava's core CRM integrations. The Goava Discover Salesforce integration is documented in detail, supports company sync, contact export, dashboard iframe, segment-name export, and the Goava Discover app can be added via an iframe solution.
• SuperOfficecoreTechnology or IntegrationGoava offers two SuperOffice integrations: a cloud-based integration (configurable field mapping for revenue, employees, customer categories, segment, SNI/NACE) and a SuperOffice on-prem integration. SuperOffice also has a Goava app in its marketplace, and Goava is a visible partner at SuperOffice CHANGE 2025.
• PipedrivecoreTechnology or IntegrationGoava Discover is distributed through the Pipedrive Marketplace as a Pipedrive app, with field mapping for org. nr, customer labels, lead source, company and contact export, and an embedded Goava App panel on company, contact and deal views.
• Microsoft Dynamics 365coreTechnology or IntegrationGoava offers a Dynamics 365 integration documented in the help center, with a recommended iframe-based solution to embed the Goava company dashboard directly on Dynamics account and lead forms, plus documentation of tenant ID, domain and authentication flow.
• Lime CRMcoreTechnology or IntegrationGoava integrates with Lime CRM using Lime's REST API, mapping Lime status to Goava stages (Customer, Qualified, Denied, Ignored), with optional SNI code, status, situation, segment name, revenue and employee number field mappings, and contact / story export.
• UpsalescoreTechnology or IntegrationGoava offers a deep Upsales integration with an installable Goava Discover app in the Upsales Power marketplace, mapping of Lead source, organization data sync, contact and article export, and pipeline stage mapping (lead/SQL/assigned -> Qualified, pipeline -> Converted, customer -> Customers, lost -> Lost, disqualified -> Ignored).
• VainuminorOthersGoava maintains a public side-by-side comparison page (jamfor-goava-och-vainu) positioning Goava Discover against Vainu for CRM on the basis of features, markets, integrations and add-on costs. This is competitive positioning rather than a commercial partnership.
• G2minorGTM or Marketing PartnerGoava is listed on G2 with a 4.5/5 rating and "Users Love Us" badge. The G2 review profile is referenced and linked from the homepage and the free-trial page, functioning as a peer-review and demand-generation channel.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Vainu: Vainu is the closest direct competitor: a Nordic-origin B2B sales intelligence platform that Goava explicitly compares itself against on a dedicated side-by-side page. Both sell ICP-based lead recommendations, CRM enrichment and company data across the Nordics.
• Leadfeeder: Leadfeeder (now part of Dealfront) is a Helsinki-origin B2B sales intelligence tool that identifies companies visiting a website and pushes them into CRMs. It overlaps with Goava's ICP-based prospect recommendations and CRM enrichment workflows for Nordic SMBs.
• Cognism: Cognism is a B2B sales intelligence provider with strong European presence, phone-verified mobile data and CRM enrichment. It overlaps with Goava in European mid-market prospecting and CRM workflows.
• Apollo.io: Apollo.io combines a global B2B contact database with sales engagement and AI-driven prospecting. It targets the same sales-led SMB and mid-market buyer as Goava Discover and is a credible substitute for any customer evaluating Nordic-only data depth against price.
• Lusha: Lusha is a B2B contact and company data platform used heavily by SDRs for prospecting and CRM enrichment. It targets a similar SMB/mid-market sales-led buyer and is a frequent substitute for Goava in international contexts.
• Dealfront: Dealfront (formed from the merger of Leadfeeder and Echobot) is a European B2B sales intelligence and visitor identification platform operating in the same ICP-fit, prospecting and CRM enrichment category as Goava, with growing Nordic reach.

Broad incumbents

• ZoomInfo: ZoomInfo is the global incumbent in B2B sales intelligence, offering company and contact data, buyer intent and CRM enrichment at global scale. It competes with Goava for any cross-border Nordic enterprise deals and defines the upper bound on category pricing and capability expectations.
• HubSpot Sales Hub: HubSpot is both Goava's largest CRM integration partner and a competitive platform: its Sales Hub increasingly bundles prospecting, lead scoring and AI-assisted research, threatening to compress standalone sales intelligence tools into CRM features.
• Salesforce Sales Cloud / Einstein: Salesforce is a core Goava integration partner but also a competitive platform via Sales Cloud and Einstein, which add native AI prospecting, lead scoring and account insights inside the CRM where Goava's panel currently lives.

Emerging players

• Salesforce Account Engagement (Pardot): Pardot / Account Engagement is Salesforce's B2B marketing and sales engagement suite. It competes with parts of Goava's ICP-based prospect recommendations and lead scoring for enterprise accounts already standardised on Salesforce.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/goava.sales

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds5 records

Investors3 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Goava